Walk down any supermarket aisle. What do you see? Brands, brands, and more brands. And, individually, each has its own equity—along with consumer appeal, value, unique brand-defining characteristics, ...

Mondelēz is doubling down on digital marketing and increased distribution across channels as it continues its transformation from a 'margin-centric' business to a more 'consumer-centric' company, ...

Anne Coughlan is an Emeritus Professor of Marketing, at the Kellogg School of Management. She joined the faculty in 1985. Dr. Coughlan's main research interests are in the areas of distribution ...

Embracing an omnichannel approach is essential in modern-day marketing, for any business. But what exactly does it entail? Omnichannel marketing is a comprehensive approach that integrates all ...

Many simple and effective methods exist for measuring the profit impact of three of the four P's of marketing: price, promotions, and product. However, controlled experiments in test markets are ...